As Pinterest approaches it’s 3rd anniversary (it was launched in March 2010) it would be prudent to say that it is approaching maturity as a social media platform brands should pay more attention to. Pinterest was recently valued to be worth $2.5 billion and as at February 2013 has 48.7 million registered users- I’ll be fair in concluding that Pinterest is here to stay!
So how can brand managers or marketers take advantage of Pinterest? We have curated some best practices successful Pinterest Business pages have adopted below:
#1. Brands are Using Original Content
Not only is this exclusive to your brand but it provides your target audience with useful insights from your blog posts, infographics, videos and pictures of course. These three brands have made their content visually enticing for the viewer, which is why their accounts work successfully:
- Zara – All of their content reflects their brand as well as being original handpicked high quality photos linked to their website.
- Tesco -Offer unique pin boards covering wide subject areas with most recent on top line. It reflects their business’ focus in alternative ways, for example the James Bond Pin Board also promotes the film release and they are also focusing on the upcoming Mother’s day.
- Topman – Is proving to be a successful search site for Menswear and fashion trends. Like Zara, they use original high quality images from their photo shoots to provide varied pin board categories. They aim to inform as well as interest the target audience by boards such as What You’re Pinning… and linking their Instagram account to a board named Instagrammin’ is a very direct and straightforward method to send photographs to Pinterest using a mobile device.
#2. Go for Quality and Not Quantity
Although Pinterest is used so vastly doesn’t necessarily mean your work will be re-pinned, in fact only the best quality pins go viral. Studies have shown that Brand’s content reaches dramatically further through using Pinterest and not just relying on the main site. Re-pin content that visually captivates or inspires you, there’s no point sharing masses of photographs that don’t give you this feeling. Be competitive and search across different platforms for images like Google images, Tumblr and blogs. Pinterest alone is not enough!
Here’s 3 brands that have quality content:
- The Perfect Palette – inspiring colours for bride’s weddings. Large array of pin boards to choose from, first line supports own work. All cover photographs for boards are extremely vibrant and uplifting.
- Real Simple – supports creativity, being practical and finds inspiring solutions to ensure life is made easier as a result. Broad array of boards so not to clutter pins and they make use of community boards.
- HubSpot – marketing themed, organised categories for each relevant topic, also part of a Pinterest Community.
#3. Show your Brand’s Personality & Values
In order to gain trust and appeal, showing what really matters to the brand must stand out. This way people with the same values will be more inclined to interact.
Here are 3 different ways brands have done this:
- The Beauty Department - Is for all things feminine! They have opted for divided section for different topics so as not to have too many pins per board. Beauty, happiness, hair, health, home & makeup are the topics covered so it has been made very clear for women to find what they are looking for.
- HGTV - Thoroughly inspiring ways of showing home decorating ideas, DIY projects, crafts, party ideas and design. They also have their own community board which is a a great way to interact further as people are invited to contribute their own pins to your hosted pin board which makes them feel included as well as spreading your brand across Pinterest. Their cover photos are beautiful with Seasons and Special days featured. It is not just their own work although lots is published.
- Apartment Therapy – ‘Saving the world, one room at a time.’ shows a broken down easier way to go about decorating apartments, and works well following round each of their pin boards.
#4. Contribute to Communities & Interact with your Target Audience
Like any Social Network, the whole idea behind it is to be social! It works both ways, the more you contribute to other communities the more likely you are to up your followship dramatically from re-pinners who like your photographs. Interaction with your target audience builds stronger connections.
These brands are active users of this trick:
- Whole Foods Market – part of multiple communities. The world’s leader in natural & organic foods. Very broad community choice.
- Travel Channel -Main aim to inspire travel – spreading this across different communities. Food, cultures and amazing places.
- Nordstrom - a fashion specialty retailer of clothing, shoes & accessories. Broad range of own communities and others for support.
#5. Run Competitions/Contests
Not only does this promote your brand well but it also provides a sense of belonging for the target audience through positive content with a competitive twist for encouragement to be part of it.
These brands have made the most of this:
- Honda – #Pintermission Honda reached out to five influential pinners—chosen by the number of followers they had—and challenged them to a #Pintermission: a 24-hour break from Pinterest to bring something from their boards to life. To help the pinners complete their chosen activities, Honda gave them $500 apiece.
- Peugeot’s Panama Puzzle - French car maker Peugeot’s Panama unit recently ran a contest that awarded fans who completed a Pinterest puzzle. The brand’s Pinterest profile featured images of cars running over two or more boards. In each case, a board was missing. To get the missing pieces, fans had to go to Peugeot Panama’s Facebook Page or website.
- Guess 30th Anniversary Campaign Featuring Claudia Schiffer
In addition to the above, I would advice brand managers and marketers to own and use a personal Pinterest account.
Experimenting around Pinterest can help you understand how Pinterest can work for your Brand. Treat it like a portfolio, it needs individuality and structure.